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Microinfluencing
Social media is becoming an overcrowded retail space aiming towards push marketing and the result is people are enjoying it less. While already established luxury and premium brands are getting through this predicament by building brand loyalty startups are looking not only for brand engagement but also for brand awareness.
The solution in the recent past, for an increasing number of fashion marketing teams is to think small, targeted and explore the potential of private groups and micro-communities in social media. Quality, not quantity, is the new philosophy.
Nearly two thirds of 1,000 people, all under 30, polled in a 2019 survey by Zak, a youth-focused creative agency, said they prefer to talk in private message threads rather than on open forums and feeds.
Brands that have explored the potential of mobile messaging ventures. Preferred platforms include Community and Attentive, which send personalized and behavior-targeted texts to users. Investors such as Sequoia Capital (platform provider of Charlotte Tilbury and Glossier)
The borderline is that it allows brand loyalty to the individual customers by eyeing their needs before making profit which ultimately leads to brand community and brand empathy. It allows brands to go creative while conveying and propagating their messages to the public in a social media platform rather than collective messages. This approach is known as Digital Customization.
Rapid improvements in technology have opened up the field. “The marginal cost for marketers to disseminate 10 bespoke messages rather than one mass-appeal message is fairly minimal,” adds Jared Watson, assistant professor of marketing at NYU Stern School of Business
Glow Recipe
The popular K-beauty brand Glow Recipe known for its immaculate skin care which are cruelty free and vegan ,engages the audience by sharing stories about the launch of the new products or HOW-TO APPLY videos and WHAT-GOES INSIDE videos. It has launched a private Instagram account, @RealGlowGang which not only fosters a relationship brand and customers but also between the customers themselves.
Brands can also tap into existing micro-communities by partnering with micro influencers (followers between 10k to 1M). The influencing communities like GLOW RECIPE have a clear vision or personality that is perceived as authentic and trustworthy at a time when Instagram is flooded with manufactured fake followers. Some influencers are using the “close friends” feature on Instagram as a tool to build stronger relationships with their followers. Glow Recipe is a prime example of launching secondary social media accounts, which act as a more intimate space where smaller groups of people gather around shared interests. In April 2020, Glow Recipe launched its first digital sampling programme alongside live video consultations and beauty masterclasses for its private community, thus creating interesting valuable source.
Interactive videos like THIS OR THAT, HOW -TO APPLY reels along with Skin care tips and prep videos.
Starfish Project
The brand which reflects positivity in its tagline itself -WEAR HOPE GIVE HOPE establish itself in the market of jewellery in the year 2006 with the aim of providing a livelihood to the women survivors of human trafficking in Asia. It has assigned the task of manufacturing, marketing and photography thus, bringing the whole product and the brand as a whole to the table with the hands of women survivors. The impeccable performance can be seen in the marketing tactics of the brand which creates a community of empaths turned customers and therefore customers with awareness. It elaborates the background stories of survivors in its website and Instagram stories and even elucidates the impact a purchase can make. By simply logging in to the customer account the individual customer can trace the individual impact of purchase from the brand, which evokes a sense of validation to the customer that the impact has been recognized.
It posts stories and reels of packaging ,BEHIND THE SCENES videos and stories of actual victims which creates a hero journey amid marketing. It captures the feeling of oneness. The personalized thank you cards after the purchase order enhance the chance of customer retention in the band as well as in the community as well. Starfish Project didn't choose a community of typical instagram influencers rather it creates a community based on the strength in the bond of prejudice survivors and empaths.
Brand engagement with the customers by organizing competitions, crowdfunding, behind the scenes stories and hero journey (sense of achievement) through reels, videos and stories.
